Joe has served as the senior director of the IAB’s Mobile Marketing Center of Excellence since its inception in December, 2010. He plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry. Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee.
During his IAB career, Joe has led IAB projects including: writing buyer’s guides to mobile and tablet advertising; developing the IAB MRAID standard for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.
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Mobile developments in the US: can success be copied?
1. IAB Mobile Marketing Center of Excellence
What is Mobile?
Media, Platform, Device, Network, or
Something Else Entirely
Joe Laszlo, Senior Director
2. IAB’s Mobile Marketing Center of
Excellence
• Launched in December 2010
• Think of the Mobile Center as “a mini IAB within the
IAB”
• Goal: drive growth of the mobile advertising
marketplace and of our members’ share of mobile
marketing spend
• Five Mobile Center staff, led by Anna Bager, IAB’s VP of
Mobile
• Separate Mobile Center Board of Directors, which
reports to overall| IAB Board Center of Excellence
IAB Mobile Marketing
1
3. IAB Mobile Marketing Center
Board and Supporting Members
2
Current as of October 23, 2013
5. Kleiner Perkins Forecasts Robust
Global Mobile Growth
Source: Mary Meeker and Liang Wu ,Kleiner Perkins Caufield Byers, “Internet Trends,” Presented at
4 D11 Conference, May 29, 2013.
6. US Mobile Usage Crossing
a Tipping Point
Share of Total Time Spent Online For Selected Categories
5
Source: comScore Mobile Future in Focus 2013, released Feb. 2013, data from Media
Metrix Multi-Platform (Beta), U.S., Dec-2012
7. What is Mobile?
•
•
•
•
•
•
•
•
6
It’s a device
It’s a network
It’s an operating system
It’s a technology
It’s a business model
It’s a medium
It’s a platform
It’s a buzzword
9. Defining “Mobile First”
• Mobile First is often described in terms of business
strategy—it’s how companies should think.
• But Mobile First is really about how consumers with
smartphones and tablets are living their daily lives.
• It’s about a behavioral and social change
• These changes create challenges and opportunities
for companies seeking a consumer audience
8
10. “Mobile” Can Be Any Screen
9
Source: http://www.timessquarenyc.org/index.aspx, http://mobilephones.umwblogs.org/imagery/
11. Or No Screen At All
10
Source (Google Glass): http://blogs.independent.co.uk/2013/02/20/a-detailedlook-at-the-google-glass-experience/
13. And We Don’t Use Screens
One at a Time
77%
of the time when we’re using a TV, we’re using another device
49% with a phone | 34% with a PC/laptop
57%
of the time when we’re using a smartphone, we’re using another
device
29% with a television | 28% with a PC/laptop
12
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
14. Australian Defence Forces Use Multiple
Screens to Recruit Medics
2013 IAB MIXX Award GOLD Winner for
Branded Mobile App AND Mobile Ad Campaign
http://vimeo.com/52084256
13
20. Gillette Nordic Campaign Shares
Rough Swedish Winters
2013 IAB MIXX Award GOLD Winner for
Location-Based Advertising
http://www.youtube.com/watch?v=8HoA6IhBhyw
19
21. Mobile is Changing Etiquette
Sign at recent Yeah Yeah Yeahs
Concert in NYC
20
http://www.huffingtonpost.com/2013/04/09/yeah-yeah-yeahs-smartphone-ban_n_3044400.html
25. Mobile Value Propositions Vary By Device Type
Smartphones are missioncritical devices for “life,” with
nearly 70% of smartphone
users saying they “won’t leave
home without it.”
Tablets are a media consumption
hub, with nearly 70% of tablet
users reporting that their tablet is
an “entertainment device.”
24
Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB
Mobile Center
Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
26. Usage Reflects Differing Views of
Devices
Device Preference for Activity
Lookup info 'on the go'
34%
39%
30%
34%
Email - check
Social media - post/ read
16%
Work
15%
Shop online
9%
Read print
8%
Watch TV/ video
Smartphone
Tablet
60%
22%
0%
Smartphone centric
activities
37%
63% Tablet centric
activities
69%
68%
25%
50%
75%
Percentage of Mobile Device Users
Question: Which device do you prefer to use to do [activity]?
25
Source: Mobile’s Role in a Consumer’s Media Day: Smartphones and Tablets Enable Seamless Digital Lives – ABI Research & IAB
Mobile Center
Link: http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage
100%
28. Adobe Estimates Tablet Internet Usage
Outpacing Smartphones
27
Source: Adobe, The State of Mobile Benchmark: Adobe Digital Index, Q2 2013
http://success.adobe.com/assets/en/downloads/guides/13926_di_mobile_benchmark_final.pdf
29. Tablet Browsing Peaks in Morning
and Especially Evening
Share of Browser-Based Page Traffic by Hour for
Computer, Smartphone and Tablet Platforms
28
Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
31. Apps v. Browser:
Steady Relationship v. Casual Encounter
Consumers use mobile web and apps in equal numbers…
50%
51%
Used Apps
0%
10%
20%
30%
40%
50%
60%
Percentage of consumers using mobile capability
But apps vastly dominate the time spent equation.
18.5%
Time using mobile web
81.5%
Time using apps
0%
20%
40%
60%
80%
100%
Percentage of total time spent online on smartphones
30
Sources: Usage data: comScore, reported in TechCrunch, “comScore: In U.S. Mobile Market, Samsung, Android Top The Charts;
Apps Overtake Web Browsing,” July 2, 2012. Data 3 month avg ending May 2012. Time spent data: comScore reported in
betanews, “The mobile web is dead,” May, 2012. Data March 2012.
34. Global Mobile Ad Revenue
Nearly Doubled in 2012
Euros Billions
Global Mobile Ad Revenue (Euros-Billions)
8€
7€
6€
5€
4€
3€
2€
1€
0€
€ 6.889
€ 3.769
2011
33
2012
Source: Global Mobile Advertising Revenue: Display, Search, Messaging 2011 & 2012 Across
Regions, Report prepared by IHS Electronics & Media for IAB and IAB Europe
35. $10
$9
$8
$7
$6
$5
$4
$3
$2
$1
$-
Per-User North American
Mobile Ad Revenue Leads World
$9.12
$2.83
$1.28
$0.26
N. America W. Europe
34
Asia-Pac
$0.26
$0.13
Central
Europe
Middle
East/Africa
Latin
America
Source: IAB, IAB Europe ,IHS Electronics & Media, Global Mobile Advertising Revenue: Display, Search, Messaging
2011 & 2012 Across Regions, July 2013, http://www.iab.net/globalmobile
36. We won’t realize the full
potential of mobile advertising
until we begin to develop
advertising applications around
the full suite of emerging
mobile behaviors.
35
37. Paranormal Activity IV Scares Via
Core Phone Feature
2013 IAB MIXX Award GOLD Winner for
Custom Mobile Rich Media Display
http://www.youtube.com/watch?feature=player_embedded&v=nekNhjzFbjk#t=77
36
38. Think More Precisely About
Mobile Users
In home
Active
Passive
Not moving
Moving
Calm
37
Out of home
Agitated
devices that are designed to augment our sensory and cognitive capabilities...
This gets even more confusing when you consider that the time we spend with any one device is often also spent with other devices. Research shows that more than three quarters of the time we spend using televisions is spent also using another device, typically a phone. I wrote this talk on a laptop, but was listening to Pandora and checking Twitter on my phone.
First, we know that “mobile” use is rarely mobile. The vast majority of both smartphone and tablet use is happening within the home, so assuming that users are in a hurry or looking for a chance to fill time waiting for a bus is not the likely case.
Lately I’ve been observing a whole host of new behaviors emerge in myself, and in others, related to the use of mobile devices – particularly smartphones. And I believe that in order to crack the code of mobile advertising, we need to first unlock some of the motivations behind these behaviors.
Lately I’ve been observing a whole host of new behaviors emerge in myself, and in others, related to the use of mobile devices – particularly smartphones. And I believe that in order to crack the code of mobile advertising, we need to first unlock some of the motivations behind these behaviors.
I would suggest that we haven’t yet begun to develop mobile advertising around the full suite of mobile behaviors that are emerging. Let’s consider how mobile advertising is beginning to take shape:
If we treat mobile like a channel it will cannibalize the digital spending that has gone into banners and search; if we treat it as a horizontal and understand the new emerging habits that people are forming around their phones, it will not only cannibalize search and display, but it will also capture a piece of television, out of home, promotions, and more!